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Unit 2 Part 2 Modern and Traditional Advertising Techniques.
Focus on how advertising has changed and/or stayed the same. Post this essay in your blog by Thursday, July 22 at 5 p.m.
There are several types of advertising including :
1. Product/service
2. Branding
3. Institutional/issue
4. Public service announcement.
There are also several advertising media:
1. Print media (newspaper and magazines)
2. Electronic media (radio and television)
3. Online (computer and cellphone)
4. Public spaces (billboards, buildings, buses, bus stops, taxis and signs)
5. Directly to people (direct mail and telemarketing).
As new media were developed the methods of advertising changed. The first advertisements were in local newspapers.
This was followed by advertisements in magazines for a broader regional or national audience.
The print media advertisements were largely text supplemented with illustrations and later photographs and the use of color.
With the advent of commercial radio broadcasts, audio (voice and music) was used to advertise products and services to radio show listeners.
When television took off starting in 1948, advertisers still used text, illustrations, photographs and audio in their commercials that were first in black and white, then color and now high-definition.
Now, however film or videos could be used to make commercials that were broadcast to television show viewers.
Starting in 1995 the internet and the world-wide web provided a media where the viewer of a web site could interact with the advertising by first searching for the specific information and next selecting the advisement that was most relevant to them.
This interaction consisted primarily of the viewer clicking on buttons or hyperlinks or filling out forms that were submitted and saved in databases.
Today advertising in print media such as newspapers and magazines and broadcasting media such as radio and television are considered traditional advertising.
Modern advertising increasingly uses the world-wide web to deliver the advertisers’ message aimed primarily sell the products and services and the brand name of the advertiser.
Both traditional and modern advertising still use text, illustrations, photographs, images, audio, movies and videos as media to deliver the advertiser’s message.
As consumers spent more and more time on computers and cell phones and less time reading newspapers and magazines, listening to radio, and watching television, the advertisers started moving more and more of their advertising budget to online advertising on web sites viewed either on a personal computer or cell phone.
Text, illustrations and photographs first used in traditional advertising are also being used in modern advertising including web banner, blog, mobile, contextual, keyword, promotional, pixel and public relation advertising.
With traditional radio and television advertising the listener or viewer must watch a scheduled television broadcast which includes the advertiser’s commercial message. The communication is largely one way from the source to the receiver of the advertiser’s message. The audience is large, heterogenous, anonymous (usually unknown) and passive with little opportunity for feedback.
With modern online advertising the viewer or listener can actively interact with the advertiser’s message by deciding first whether they even want to see the advertisement and then have an opportunity to fill out a form to obtain additional information and free promotional items from the advertiser or even purchase the product or service over the web. The communication is two-way from the source to the receiver and back again,. The audience is smaller and targeted, more homogeneous, known and active with opportunities for immediate and later feedback.
The techniques of modern advertising are different from traditional advertising and largely reflect the new media’s use of computers, mobile devices or cell phones, and networks to deliver the advertiser’s message.
Advertising on web sites consists mainly of web banner ads appearing on the top of a web page.
The early web banner ads were largely static text combined with images consisting of illustrations and/or photographs.
Today many web banners ads now have added animations, games and video clips such Flash movies and videos embedded into the web banner ad area of the web page.
The difference between web banner advertising and television advertising is the computer user decides when and what site to visit and decides whether they want to click on an advertisement to obtain additional information about the product or service being promoted.
Cable and satellite television do however let the viewer decide when they want to watch a particular program or movie.
Videos used in television commercials are also being repurposed to be used again in online video advertising .
More and more people and businesses have blogs or web sites where people and businesses express themselves and respond to comments and questions asked by the blog’s viewers.
The popularity of blogs has attracted advertisers who place advertisement such as web banner ads or sidebars to promote the sale of their products and service that are relevant to the blog post or blog.
Advertisers can place and target their ads based on the content, tags and categories of a blog post.
Viewers of a blog post on a specific subject or category will also view a web banner ad related to the subject of the post above the blog post.
For example a blog post on the American revolution may view a banner ads about American history books or the American revolution.
Thus the modern advertising techniques of web banner ads and blog advertising enable advertisers to target a very narrow audience of those most interested in the advertisers products and services.
This is in sharp contrast to both printed media advertising and commercial radio and television advertising where the targeted audience is much broader.
Many advertisements on web sites and blogs previously seen on a computer screen are now also available for viewing on cell phones.
This advertising is called mobile advertising or cell phone advertising. Those viewers of an ad may be sent a text message with a promotion or attentional information about a product or service.
Defining Mobile Marketing
SMS text messaging can be used to send text messages to cell phone users that have expressed an interest in receiving information or an advertising message about a product or service.
Part 1: Introduction to Mobile Marketing
Part 2: Introduction to Mobile Marketing
Modern advertising includes both contextual advertising and keyword advertising techniques that are used on web sites with search engine applications.
Today’s search engines are used by both computer and cell phone users to seek information.
Search engine sites such as Google, Bing and Yahoo use contextual advertising to display the most relevant advertisements.
Based on the entry typed into the search engine box, advertisements will be displayed usually at the top of the returned results page or in a separate column or panel on the far right or left of the web site page.
Keyword advertising also known as pay-per-click and cost per action advertising are used by search engine sites to sell advertising space on the web site pages to advertisers. Advertisers pay-per-click for viewers who click on an advertisement on the search returned page.
Pay Per Click Advertising Secrets
While online advertising on web sites and blogs is by far the largest portion of modern advertising, the fastest growing is online video ads.
Also the use of promotional advertising where giving promotional items away also worked very well on the web. An advertiser’s message is pushed to the viewer of a web site and information about the viewer is pulled from them by having the viewer fill out and submit a form to get the free valuable promotional item and information.
Web 2.0 – Promotion Methods that get Results – Video
However, not all modern advertising is solely online advertising.
Modern advertising also includes testimonials and endorsements, bandwagon, promotional, and bathroom advertising that has evolved from traditional advertising in the print, electronic and public space media.
Testimonials and endorsements especially by celebrities, bandwagon and surrogate advertising use propaganda advertising techniques.
If some celebrity gives a testimonial and endorsement of a product, then you too are more likely to buy the product.
With bandwagon advertising you will usually find such words as everyone, ours, we, yours, universal, call and act now, don’t miss out, join the sensation, and what are you waiting for?
What is Propaganda
The advertiser wants you to jump or hop on the bandwagon and purchase their products and services just like everyone else is doing. Bandwagon advertising is like peer group pressure. If everyone is buying and using the product or service, you should be buying and using the product or service.
Propaganda Bandwagon
Bandwagon advertising has been used in the past in traditional advertising and is now being used online with YouTube videos as well:
Hopping on the Advertising Bandwagon…
Getting Your Business on the Blogging Bandwagon
When alcohol and cigarette products are banned from advertising on broadcast radio and television, an advertiser can use surrogate advertising to promote the product using their brand name with another of its products which is not banned under a nation’s laws.
The following online Youtube advertisement does exactly this by using the brand name, Club Royal, and the drink, apple juice, as a surrogate advertisement for Club Royal Whisky:
Surrogate Advt for CLUB ROYAL WHISKY produced by AUTUMNCART
Surrogate advertising is also used by pharmaceutical companies who cannot advertise prescription medications. However, pharmaceutical companies can have an informational commercials about a disease or condition and have the medication branding scattered throughout the advertisement to get consumers used to the brand.
Modern advertising has even come to public bathrooms with the placement of ads on the back of doors and on mirrors. Face it, you have a captive target audience and theadvertiser’s messages are being read:
Opportunity Knocks – AllOver Media Restroom Ads
Marketing Mirror/ Mirror Image by LuxuryTec :: The Original
Magic Display Advertising Mirror
Indoor Restroom Digital Billboards Greensboro NC
What is next in the modern advertising world?
How about high-definition digital signage and interactive mirror advertising?
An Introduction to Digital Signage
Interactive Mirror for DIESEL GINZA
http://www.youtube.com/watch?v=QU5DrVu2gdg&NR=1
All advertising, both traditional and modern, uses some combination of text, images, illustrations, photographs, audio, and video to deliver the advertiser’s message whether that be to promote the sale of goods and services, a brand name, institution, issue or a public service announcement. Advertising is a big, growing and changing business.
Background Information
Ogilvy’s New Media Guru On Online Advertising
The Future of Online Advertising is Video
Video Ads on YouTube will be Predominately Professional
David Hallerman on Gateway Advertising
Online Video Advertising Must be “Contextual”
What Is Surrogate Advertising?
“…Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly for another brand or product. For example, a cigarette company might issue public service announcements relating to a topic such as lung cancer, using the company’s logo or distinctive brand colors in the ads so that people are exposed to the company’s branding without seeing an explicit ad for the company’s product. The company would justify the advertisement by claiming that it’s an example of social responsibility. …”
http://www.wisegeek.com/what-is-surrogate-advertising.htm
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